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Jay Chou’s mom plans to raise funds in Hong Kong for the vendor of Modong bulletproof coffee brand

  • Star Plus Legend Holdings, which sells the “Modong” line of beverages, has filed a listing application with the Hong Kong stock exchange
  • CMBC International Capital is sole sponsor of the planned offering, according to documents posted on the bourse’s website

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Jay Chou in a still from the Netflix show J-Style Trip. Photo: Handout
Bloomberg
Taiwanese pop superstar Jay Chou’s mother is planning an initial public offering (IPO) of the top Chinese bulletproof coffee brand.
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Star Plus Legend Holdings, which sells the “Modong” line of beverages, has filed a listing application with the Hong Kong stock exchange. CMBC International Capital is sole sponsor of the planned offering, according to documents posted on the bourse’s website late Thursday.

The company is China’s largest maker of bulletproof coffee, with a 40.6 per cent market share in 2020, its preliminary prospectus shows. The high-fat drink, made with imported grass-fed butter and coconut oil, has become a fad amid the rising popularity of low-carb diets.

Star Plus is expanding into new areas including flavoured water, skincare and women’s health products, according to the pre-listing documents. It’s also sought to leverage its celebrity-related intellectual property by creating virtual online characters based off real-life stars, helping plan concerts in China and launching a reality TV show starring Chou.

Bulletproof coffee is served at Elephant Grounds Coffee shop in Sheung Wan, Hong Kong on 26 August 2014 Photo: BROADSHEET FITNESS
Bulletproof coffee is served at Elephant Grounds Coffee shop in Sheung Wan, Hong Kong on 26 August 2014 Photo: BROADSHEET FITNESS

The company’s business was started in 2017 by Yeh Hui-Mei, the singer’s mother, and partners including representatives of his artiste management agency. Star Plus’s pre-IPO investors include Simon Ho, the chief financial officer of venture capital firm IDG Capital. It’s also appointed award-winning songwriter Vincent Fang as its chief cultural officer.

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